After having an email exchange with Heather Lloyd-Martin, I know I need to take a step back to get a bigger perspective on what I’m doing re website renovation. The net of my exchange with Heather was that I will use fairly competitive, generic keyphrases on my home page.

Those keyphrases will be ‘SEO copywriting’, ‘B2B marketing’ and ‘marketing consulting’, or some variations on those. They won’t… Continue reading Keyphrases and a New Definition for 'Funnel'...

I know it sounds corny, but it’s true. The conference last week was a life-changing event for me. So much of what I learned from the pros (and these people are truly at the top of their professions) coincided with what I’ve learned on my own and what I’ve been espousing to my clients. The puzzle pieces fit together.

Heather is the chair of the Direct Marketing Association’s Search Engine Marketing Council, the author of Successful Search Engine Copywriting (the benchmark work on the subject), and a petite, caffeine-fueled spitfire.

She’s dyed her hair red since this photo was taken, so the ’spitfire’ label really fits.

Heather is one of the very… Continue reading Heather Lloyd-Martin - SEO Copywriting...

Nick Usborne just finished delivering an all day seminar. It was valuable, educational and fun. There’s no way I’ll have time to synopsize it all, but I’ll be using the lessons learned on my site and for clients. As I use what I learned today, I’ll blog about it.

Just a quick overview of today’s highlights:

• online copy is different from print, print copy always belonged to commerce
• online has always belonged to

I’ve been reading a number of sources re selection of keyword phrases, and the one that resonates most with me is Heather Lloyd-Martin. She’s the Direct Marketing Association’s (DMA) top SEO copywriting guru. This post is a condensed version of a whitepaper she wrote about keyphrase selection.

Legacy and Buzzword

Businesses should optimize for two different types of keyphrases.

‘Legacy’ keyphrases are search terms that are common and highly searched upon… Continue reading Choosing Strategic Keyphrases Post #2...

One of my favorite books of the last year is the Heath brothers’ Made to Stick. It discusses in depth the various attributes that make ideas and messages stick in our minds. I’m working on a case study for a software client. The majority of the information gathering/interviewing process is done. I’ve written many case studies, and I have the format down (situation/problem, solution, benefits). ‘Sticky’ as the brothers define it, is understandable, memorable, and effective in changing thought or behavior. Exactly what a case study should be, so I think I’ll use the six Made to Stick principles to turbocharge this case study’s effectiveness. Continue reading Sticky Case Studies...